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Public Affairs Objectives
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Navy Counselor 1 & C (Recruiter) - Military manual for recruiting
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Newspapers
MEDIA Media contacts are vital to our mission of Navy awareness. Assist  your  recruiters  in  establishing contacts  at  all  media  centers  within  their  territory. Recruiters  cannot  pay  for  advertising  themselves. All paid advertising must be done through the NRD local  effective  accession  delivery  system  (LEADS) tracking   center   (LTC)   or   originate   from   national advertising   efforts.   Recruiters   and   recruiting supervisors   can,   however,   make   significant contributions  to  advertising  efforts  by  encouraging PSA  coverage  and  making  recommendations  to  the NRD  advertising  plan. MEDIA ADVERTISING All   Navy   advertising,   whether   paid   or   public service,  must  be  truthful  in  all  respects,  make  no promises  that  cannot  be  fulfilled,  be  in  good  taste, and  reflect  the  Navy’s  high  standards  of  pride, professionalism,  and  performance.  In  the  next  few paragraphs  we  discuss  the  different  types  of  media advertising,   what   advertising   efforts   are   being accomplished,  and  what  you  can  do  to  supplement Navy  awareness  through  media  contact. There  are  four  types  of  advertising  programs: national   advertising,   local   advertising,   PSA,   and collateral  materials. We  briefly  discuss  the  first three types now and cover collateral materials later in  this  chapter  when  we  learn  about  the  use  of recruiting  materials. NATIONAL  ADVERTISING National  advertising  programs  include  a  mix  of electronic  and  print  media  and  direct  marketing. National  advertising  has  two  major  objectives:  (1) to  build  awareness  in  the  target  market  and  (2)  to generate   leads   to   field   recruiters.   A   secondary objective  is  long-term  program  identity  in  both  the target  market  and  COIs. LOCAL  ADVERTISING Districts  and  Areas  are  provided  ceilings  and authorized   to   place   advertisements   in   regional media  and  conduct  local  direct  mail  campaigns  to generate  leads  for  recruiter  follow-up.  Newspaper advertising  is  placed  through  the  national  buying service   contract. All   other   advertising   is   placed directly with the media. District Advertising Plan Each  district  has  an  advertising  council  that develops  the  fiscal  year  advertising  plan.  The  plan strategies   are   developed   for   advertising   in metropolitan  daily  newspaper  classified  and  direct mail campaigns. Making Field Input to the Advertising Plan Field  input  to  the  advertising  plan  has  obvious benefits.  You  know  your  territory,  population,  and current  events  better  than  district  personnel.  You should  be  aware  of  changes  in  your  market  that could   present   advertising   opportunities. Pay particular  attention  to  plant  closings,  employee layoffs,  unemployment  figures,  special  trends,  and specific quality content. You can request that direct mail  campaigns  and  classified  ads  target  specific population  groups.  You  may  want  to  target  specific publications for advertising efforts that you feel have a   better   circulation   potential.   Your   input   to   the advertising plan gives you a piece of the ownership and builds more belief and confidence in the system. Use all media sources to spread Navy awareness. PUBLIC SERVICE ADVERTISING AND FREE MEDIA EXPOSURE Most  media  sources  allot  a  portion  of  their advertising   space   for   public   service   messages. 7-3

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